Category: Random


Aprimo Introduces New Campaign Management Feature

Written by: Matthew Halchak, Contributing Writer

Aprimo Campaign is a campaign management solution designed to access and select lead lists from millions of contacts and transactions across multiple data sources. It enables marketers to manage customer and prospect lead lists into test and control cells, associate those cells with offers and creative treatments and orchestrate distribution across marketing channels, CRM systems and vendors.

FEATURES/FUNCTIONALITY

A few of Aprimo’s features and functionality include:

  • Targeting and Segmentation: Reduce time spent on target list development with direct access to marketing data from the cloud.
  • Marketing Data and Infrastructure: Maintain marketing data security and customer data privacy by keeping marketing data in-house and querying it where it rests.
  • Offers: Manage review, approval, expiration and organization of offers, creative treatments and incentives in a central library, while assigning offers to campaigns and cells.
  • Multi-Channel Distribution: Orchestrate and automate delivery of campaign target lead lists to favorite cloud execution channels or external systems using the company’s open integration framework and connectors.
  • Contact Optimization: Manage contact management strategy across multiple, concurrent campaigns and deliver the highest priority, highest return or best communications and offers.
  • Operational Reporting and Response Tracking: Track and report on Campaign information, such as marketing ownership, campaign tracking codes, associated strategies and more.

TARGETED USERS

Aprimo Campaign is for B2B marketers at mid-to-large enterprises, service providers and agencies who want to leverage their in-house marketing data sources for targeting, segmentation and distribution across CRM systems and marketing channels.

COMPATIBILITY

Aprimo Campaign integrates with any organization’s CRM system and marketing execution vendor using the company’s Integration Framework and connectors.

DELIVERY/PRICING MODELS

Aprimo Campaign is a SaaS solution with a base price and options for additional features.

CURRENT CLIENTS/USERS

Clients include BlueCross BlueShield of Tennessee, CenturyLink, Focus on the Family, MGM Resorts International, Navy Federal Credit Union, TNT Express and United Healthcare.

COMPETITIVE POSITIONING

Aprimo Campaign is a SaaS-based Campaign Management solution that aims to eliminate the cost and headaches in maintaining IT hardware and infrastructure while accessing the client’s own in-house marketing data sources, mapping to existing data models and hierarchy, and segment against these sources where they rest to distribute leads to the appropriate execution channel or CRM system.

CONTACT INFO

230 W Monroe Street
Suite 1200
Chicago, IL 60606

AgilOne Launches New Customer Insights Application On Oracle Cloud Marketplace

Written by: Klaudia Tirico

1agiloneAgilOne, a predictive marketing cloud, has announced the launch of its Customer Data and Engagement Hub for the Oracle Cloud Marketplace.

The Hub is designed to help marketers create a single customer profile, apply predictive intelligence to customer data and arrange omnichannel personalization delivered through Oracle Responsys, an email marketing and cross-channel orchestration solution from Oracle Marketing Cloud.

AgilOne’s single customer profile enables Oracle Marketing Cloud customers to integrate data from both online and offline sources. The application’s predictive analytics and insights also are designed to enhance marketers’ abilities to gain deep customer insight, as well as apply machine learning to these insights to understand customer segments and identify revenue opportunities.


SiriusDecisions Unveils New Demand Waterfall Model To Address Changing Dynamics In B2B Engagement

Written by: Andrew Gaffney

The SiriusDecisions Demand Waterfall has transformed the way thousands of B2B organizations have approached, managed and tracked lead management over the past decade. This week at the SiriusDecisions Summit 2017 in Las Vegas, that iconic framework was transformed to address many of the fundamental shifts towards account strategies, personalization and the need for greater precision in measuring pipeline impact.

SiriusDecisons unveiled the new “Demand Unit Waterfall” to a warm reception of more than 3,000 attendees at the Summit.  The new framework features an increased focus on buying groups, rather than the progression of individual leads or inquiries.

Introduced by Terry Flaherty and Kerry Cunningham, both Senior Research Directors with SiriusDecisions, the new Demand Unit Waterfall addresses the realities of engaging buying teams, as well as incorporating new tools and tactics such as predictive analytics and intent monitoring.

While the original Demand Waterfall (which rolled out in 2006) was designed to track activity once a buying journey had begun, Flaherty explained that the new framework was positioned to help companies better define and target their total addressable market.  

The Demand Unit Waterfall adds two new stages—target demand and active demand—which are aimed at identifying target buyers before they have raised their hand or self-identified on your site.

Flaherty said that the new Demand Unit Waterfall addresses many of the gaps and inconsistencies B2B organizations have faced as they have tried to shift to focus more account-based strategies and better align with the metrics of their sales teams.

“The existing model starts with an inquiry, which is when an individual hand is raised,” Flaherty said. “The reality is B2B buying decisions are made by multiple people and with more organizations aimed to drive coverage and engagement across target accounts, there is a need to change how companies define and track key stages of engagement.”

The complete progression of stages in the new Demand Unit Waterfall include:

  • Target Demand;
  • Active Demand;
  • Engaged Demand;
  • Prioritized Demand;
  • Qualified Demand;
  • Pipeline; and
  • Close. 

Breaking Down Buying Groups & Demand Units

Two key components in the new Waterfall model are the focus on buying groups and the concept of Demand Units.

Cunningham said that many B2B organizations have been too limited in defining their target markets, because they were focused on either individual buyer personas or accounts.

In building the new Waterfall model, SiriusDecisions has focused more on buying groups, which are defined as “a collection of personas involved in the process to buy an offering.” This could change for different companies based on different lines of business, geographies, job functions or roles in the purchase process.

Cunningham further explained that a Demand Unit “consists of a buying group that has organized needs the organization is challenged with,” and Cunningham suggested B2B organizations should define buying groups and demand units based on the characteristics of having “relationships, resources and needs” established.

“Organizations may have many demand units, depending on different solutions they sell, and each will have their own unique needs and requirements,” Cunningham added.

Because the new stages and definitions in the Demand Unit Waterfall are better aligned with actual buying scenarios, as well as the criteria sales teams are using, Cunningham predicted the new model will provide much more accurate measurement perspectives for marketers focused on attribution.

“For the math in the old waterfall, it looked like every inquiry should be converting at the same rate, but in reality you could have five inquiries from the same account, which dilute conversion rates,” he said. “Now marketing and sales organizations will have a more accurate view of how they are doing against targeted accounts and how engaged accounts are converting.”


LeadGenius CEO On Prioritizing Sales With Data, Micro-Segments & Personalization

Written by: Klaudia Tirico

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Prayag Narula, CEO of LeadGenius, sat down with Demand Gen Report to discuss how B2B sales and marketing organizations are prioritizing personalization with the help of micro-segments, the right data and efficient campaign planning.

Demand Gen Report: Sales (and sales operations) is always trying to identify buyers with a higher propensity to buy. What kind of data is needed for sales to prioritize the most profitable micro-segments of their audience?

Prayag Narula: Marketing and sales teams should think about buying signals in a new way. Buying signals aren’t just about engagement. They can also be specific attributes of micro-segments of your total addressable market.

For example, a publicly traded energy company uses data from LeadGenius to send outbound emails containing personalized messaging with utility rate comparisons. The energy company’s target audience is very specific: commercial building owners in six states with more than 500 square feet of southern-facing roof space. The buildings also need to be located in areas with high enough local utility rates to be ROI positive six months after installing solar panels. Together, all these specific data points combine for a very strong buying signal. If a lead does not fit these exact criteria, it is a waste of resources for the sales team to target them.

DGR: When moving upmarket, how should a B2B company prioritize personalization, volume and efficiency? 

PN: Marketing professionals are moving away from mass emails and moving to personalized emails to get better engagement. In more than half of the enterprise companies LeadGenius works with, the sales development function actually rolls up under the marketing department. It is becoming clear that low-quality lead lists and blasting emails based on low-quality data from Marketo or HubSpot just doesn’t work.

DGR: How can machine learning help marketers today with these initiatives?

PN: There is a lot of hype around machine learning at the moment. Machine learning is a key component of LeadGenius’ software but, at the end of the day, human intelligence cannot be removed from the marketing and sales process, even for seemingly simple tasks like finding accurate account information.

Machine learning algorithms (the same technology behind applications like Amazon Alexa or Apple Siri) can consistently get things right around 60% of the time. We want to get closer to 100% using machine learning to go “the last mile” in real-world applications. We found the answer in creating a tight loop between human intelligence and algorithms, and so that our data is close to 100% accurate. Machine learning helps marketers today because it can automate some research and validates the accuracy of data quickly.

DGR: Sales development has rapidly become a mission critical element in just about every high growth sales & marketing organization today. Why is this the case?

PN: Sales development allows companies to specialize within the sales organization. Specialization leads to greater efficiency.

Many companies are also using their sales development teams to validate messaging and targeting in the real world. In this way, the sales/business development team plays a major role in a business’ overall go-to-market strategy.

DGR: What are some of the different challenges B2B companies face when their business sells to SMBs vs. mid-market and enterprise customers?

PN: The challenge for enterprise companies targeting SMBs is reliably sourcing accurate account data at scale. Accurate data for SMBs is notoriously tricky and resource intensive to identify. Valid, usable information is buried underneath layers and layers of noise on the Internet.

There is a massive long tail of potential SMB revenue out there. Enterprise companies that want to effectively target SMBs with outbound tactics must have a reliable way to build new pipeline at scale so their reps can spend more time actively prospecting, demoing or selling, rather than trying to find the right information for every account and entering data.

DGR: Sales velocity is a factor of lead volume, conversion rates, length of sales cycle and deal size. What levers should sales and marketing teams prioritize when seeking to increase lead velocity?

PN: This obviously depends on a variety of situational factors. One of the things that we see being effective for most companies, regardless of whether they have a fully formed account-based strategy, is using a multiple contact-per-account approach, rather than targeting a single decision maker. This has a significant impact on increasing lead to opportunity conversion rates and reducing the time it takes for accounts to move through the buying journey.

DGR: What are a few ways LeadGenius helps solve its customers’ core business objectives?

PN: LeadGenius provides B2B marketing and sales teams with highly accurate lead generation data and go-to-market insights. We do this with a combination of machine learning and human researchers. Most of our customers use LeadGenius as a strategic partner to better inform their go-to-market strategy with either new lead generation or CRM/marketing database enrichment.

Accurate contact and account data is critical throughout the customer lifecycle. Customers often come to LeadGenius with a top-of-the-funnel need, then quickly begin to see the benefits of LeadGenius in other areas, whether it be multi-channel messaging, support of go-to-market analytics, list-based advertising, account-based targeting, etc.


Engagio Unveils Scout Extension For Marketing And Sales

Written by: Klaudia Tirico

Engagio’s new Scout solution is an ABM Chrome extension that enables marketing and sales teams to gain greater account visibility and communicate with customers and prospects inside the tools they already use—including LinkedIn, Gmail and Salesforce.

FEATURES/FUNCTIONALITY

Scout aims to help customer-facing teams run coordinated account-based plays without having to leave their platform of choice.

Key features of the Scout extension include:

  • Dashboards that pull individual and account-level data from major platforms, such as Salesforce, marketing automation, LinkedIn, Twitter and corporate email;
  • The ability to edit data on people and accounts, and sync to CRM, while matching leads to the account on the fly (if there’s a new person, Scout prompts you to add them);
  • Complete visibility of communication histories between your company and your target accounts; and
  • The ease of clicking one button to run plays orchestrating account-based interactions across departments and channels.

TARGETED USERS

Scout is used by marketers, sales and sales development executives and customer success representatives.

COMPATIBILITY

Engagio’s Account-Based Marketing and Sales solutions, including the new Scout extension, are compatible with Salesforce.com and all major marketing automation platforms, including Marketo, Eloqua, Pardot and HubSpot.

DELIVERY/PRICING MODELS

Scout is an extension of Engagio’s ABM platform, which is SaaS based. The pricing for Engagio’s ABM solutions averages in the range of $25,000 to $50,000 per year.

CURRENT CLIENTS/USERS

Engagio customers using Scout include VersionOne, Box, VMware, Domo, Silkroad, 360 Insights, Invoca, Zenoss and many more leading companies.

COMPETITIVE POSITIONING

No other ABM solution offers best-of-breed account access, visibility and account-based engagement that Scout from Engagio provides. With Scout, Engagio helps make marketers the hero by letting them provide sales reps with the tools they need for account-based insight and action.

CONTACT INFO

Engagio
101 S San Mateo Drive (Medical Building, Floor 4)
San Mateo, CA 94401
1-650-487-2050


2017 State Of Inbound Report: Mixed Perspectives Between C-Level, Managers On Alignment

Written by: Brian Anderson

The latest installment of the annual State Of Inbound Marketing from HubSpot showed a disconnect between how the C-suite and its managers view the company’s sales and marketing relationship. The study revealed that 31% of C-level executives say their teams are tightly aligned, while only 17% of managers agree.

The annual report also showed that while 44% stated that their marketing and sales teams are “generally aligned,” only 22% of respondents said that their teams are tightly aligned with sales and marketing service level agreements (SLAs).

“When we unpacked the data, we found that the executives who set the vision for their companies have very different perspectives on the state of their business, compared to individual contributors tasked with executing on that vision,” said Brian Halligan, CEO of HubSpot, in the report. “Executives need a better understanding of the day-to-day challenges employees face, and employees need to communicate more clearly the roadblocks in the way of success.”

The top-three marketing priorities for respondents were converting contacts and leads to customers (70%), growing traffic to the website (55%) and increasing revenue derived from existing customers (45%).

Specifically, when it comes to inbound marketing, respondents’ top-three priorities include growing SEO/organic presence (61%), blog content creation (53%) and content distribution and amplification (47%).

Other findings from the report include:

  • Sixty-one percent of respondents feel their organization’s marketing strategy is effective;
  • Close to two-thirds (63%) of respondents said generating traffic and leads is their top marketing challenge, followed not so closely by providing the ROI of marketing activities (40%); and
  • Roughly one-third (32%) of respondents said their sales team spends more than an hour performing data entry or other manual tasks. Another 32% said they spend between 30 minutes to an hour performing such tasks.

Salesforce Unveils Einstein ABM, Aims To Bridge Marketing And Sales Engagement Efforts

Written by: Brian Anderson

AccountDashboardSalesforce has announced the launch of Einstein ABM, an end-to-end B2B marketing solution designed to help marketing and sales teams target their top-priority accounts, better personalize campaigns and engage with prospects at scale using artificial intelligence (AI).

The solution brings together new and existing Salesforce offerings in an effort to bridge sales and marketing across the customer journey. Users can prioritize the highest quality pipeline and engage prospects with personalized content at the right time to close deals faster.

Specifically, the company said Einstein ABM intends to help users:

  • Identify high-value accounts: Einstein Lead Scoring automatically identifies the accounts most likely to convert based on factors such as relationship history and past purchases. Advertising Studio can then help users advertise to new lookalike prospects based on existing prospective buyer behavior from their CRM.
  • Enhance account engagement: Engagement Studio positions marketers and sales reps to send personalized emails based on real-time buyer behavior or qualifying values, such as when a lead engages with a specific piece of content. Einstein Opportunity Insights also can analyze customer sentiment, competitor involvement and overall lead engagement.
  • Sync marketing and sales efforts: Einstein Account Insights can offer sales reps with the latest prospect news—such as M&A activity and financial results—to inform engagement strategies. Reps can then use Salesforce Engage to personalize marketing content and reach out to leads within accounts in a timely manner.
  • Measure and optimize campaigns: With B2B Marketing and Sales Analytics, companies can understand the performance of their marketing campaigns against targeted sales opportunities in a single dashboard. New Multi-Touch Campaign Insights can also help marketers identify the attributes of marketing campaigns that have the highest potential to drive sales for targeted accounts.

“Doing ABM via CRM is table stakes to whether you can do it successfully or not,” said Mike Kostow, SVP and GM of Salesforce Pardot, in an interview with Demand Gen Report. “With Einstein ABM, users can gain account insights, which instantly give account reps details on their top-tier accounts. Along with Salesforce Engage, they can see in real-time how buyers are engaging with content, and tailor conversations based on that engagement.”

While Einstein Lead Scoring, Einstein Account Insights and Einstein Opportunity Insights are already generally available via the Salesforce Sales Cloud, Multi-Touch Campaign Insights is currently in pilot and expected to be generally available in the second half of 2017. Engagement Studio, Salesforce Engage and Advertising Studio are also generally available currently via Salesforce Pardot.


Study: Post-Event Follow-Up Still A Challenge For B2B Marketers

Written by: Brian Anderson

certain event marketing studyNew research from Certain, an event automation solution provider, shows that companies have gaps in their post-event follow-up methods to measure, analyze and act on their success. More than half (57%) of the survey respondents stated that it takes them four days or more to follow up with leads after an event concludes. Only 6% can follow-up with prospects either on the same day or the day following the event.

Nonetheless, tradeshows and events were ranked the second most effective marketing tactic used by respondents, according to a survey of roughly 150 marketing decision-makers at enterprise-level companies. Moreover, 70% of the respondents plan to increase their investment in them this year.

Many companies may be missing out on opportunities to generate even higher ROI on their trade show spend. Less than a third (30%) of the respondents use a technology solution to capture leads at the events.

Kristen Alexander, CMO at Certain, suggested in an interview with Demand Gen Report that failing to adequately capture lead information at the event devalues the investment in managing the logistics of participating in them. Generating leads “is the whole point of hosting them in the first place for most event marketers,” she said. “Failing to take advantage of these digitals tools is likely a big reason why only 43% of those we surveyed were typically able to follow up with event leads in under four days.”

Other findings from the report include:

  • More than half (58%) are spending more than 25% of their annual budgets on events;
  • On a scale of one to five stars, with five being the best, 77% of respondents rate their ability to drive results from events as a four or a five; and
  • The top-three resources and technologies used to manage in-person events include in-house marketing operations (73%), in-house event planners (68%), and event management and automation software (49%).

TechTarget Enhances Priority Engine With Automated Target Profile Delivery

Written by: Klaudia Tirico

tech target placeitTechTarget, a technology media company which also sells data analytics services, has announced the latest release of its IT Deal Alert Priority Engine, a SaaS-based purchase intent insight platform, during the SiriusDecisions Summit in Las Vegas. The release features the launch of Automated Target Profile Delivery, which is designed to help marketing teams set up multiple ideal customer profiles within Priority Engine, as well as deliver purchase intent intelligence and prospects into their CRM and marketing automation platforms.

The company said these new enhancements will help drive marketing and sales activation and ROI by:

  • Fueling the martech stack with active prospects and accounts aligned directly to Target Profiles;
  • Managing multiple profiles and personas for more effective segmentation and nurturing;
  • Supporting multi-tiered account-based marketing (ABM) initiatives; and
  • Enabling streamlined prospect distribution to different stakeholders within the sales organization or channel partners customized by each sales rep’s territory of prioritized active accounts.

“B2B marketers are very busy trying to manage campaigns, data, leads and platforms across multiple vendors,” said Andrew Briney, SVP of Products at TechTarget, in a statement. “The release of Automated Target Profile Delivery dramatically streamlines their workflow so they can get the most out of Priority Engine. By automating delivery of prospects and real purchase intent against each one of these profiles, marketers spend less time processing and more time doing.”  


New Business Education Company GreenFig Partners With Marketo University

Written by: Matthew Halchak

1greenfig

GreenFig University, a “micro-education” company offering continued education in applied business science, has 

partnered with Marketo University to develop and deliver a digital marketing course designed to provide students with digital marketing strategies, basic digital marketing work experience, and a formal digital marketing science certification process.

The key elements of the partnership include:

  • A GreenFig Micro-Certificate in digital marketing science;
  • A comprehensive curriculum about the science of end-to-end digital marketing designed by GreenFig and Marketo; and
  • Access to more advanced certifications and Marketo training opportunities for graduates of the program.

GreenFig University’s goal is to provide people with job skills and digital literacy necessary for the evolving digital economy. Their training model combines online and offline team-based learning, as well as hands-on application software instruction and real-world experience and mentorship.

GreenFig targets three markets:

  • Students—Whether they are still in school or recently graduated/have a degree but are lacking the skill sets to get a job;
  • Industry professionals—People looking to pivot to digital marketing and learn more modern marketing skill sets, such as marketing automation, SEO, website optimization and more.
  • Vets—GreenFig aims to provide military veterans returning from active duty with an opportunity to gain a valuable skill set that will help them find jobs that pay well.

“We are very fortunate to have the leading engagement marketing company as our strategic partner to deliver digital marketing science courses,” said Libby Unger, CEO and Co-Founder of GreenFig University, in a recent blog post. “Companies seek trained people who possess formal Marketo certification. Our core mission is to produce people with job-ready skills. Our partnership with Marketo is designed to satisfy that market demand.”

According to GreenFig, the first class is set to launch in Fall 2017.